Under the Weight Wins scheme, overweight people have monthly weigh-ins at their doctors, pharmacy or fitness centre.[>

Final rewards range from £80 to £3,000 depending on the length of the plan and weight loss.[>

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People can either pay a monthly fee or they can be sponsored by their employer, insurer or local NHS trust.[>

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Weight Wins founder Winton Rossiter said: “Long-term financial incentives could be the best weapon in the war on obesity. I urge the NHS and employers to adopt such schemes widely.”[>

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The company makes money from joining fees and corporate backing, with successful dieters receiving more in winnings than they pay in monthly fees.[>

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The most obese, who pay a £135 joining fee and £30 a month, can earn £3,000 if they lose 150lb over 21 months and keep it off.[>

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Dieter Hilary Askew, a 54-year-old teacher who lost 32lb on the scheme, said: “I have dieted before on my own but have never been able to reach my target or maintain the weight loss. The programme set me realistic targets.”[>